(Luận văn) factors affecting customer satisfaction and behavioral intention in the fast food industry in vietnam

to tn gh UNIVERSITY OF ECONOMICS HO CHI MINH CITY p ie INTERNATIONAL SCHOOL OF BUSINESS - w n ad lo th yj la ip uy an lu PHAN THI KIM SUONG n va m ll fu tz n oi FACTORS AFFECTING CUSTOMER SATISFACTION AND BEHAVIORAL INTENTION IN THE FAST FOOD INDUSTRY IN VIETNAM z ht vb k jm om l.c gm MASTER OF BUSINESS an Lu n va re y te th Ho Chi Minh City – Year 2014 to tn gh UNIVERSITY OF ECONOMICS HO CHI MINH CITY p ie INTERNATIONAL SCHOOL OF BUSINESS - w n ad lo th yj la ip uy an lu PHAN THI KIM SUONG n va m ll fu tz n oi FACTORS AFFECTING CUSTOMER SATISFACTION AND BEHAVIORAL INTENTION IN THE FAST FOOD INDUSTRY IN VIETNAM z ht vb k jm ID: 22120070 l.c gm om SUPERVISORS: PROF NGUYEN DONG PHONG Lu DR NGUYEN PHONG NGUYEN an n va re y te th Ho Chi Minh City – Year 2014 to tn gh Table of Contents p ie Chapter 1: Introduction w n ad lo 1.1: Research background th 1.2: Research problem yj ip uy 1.3: Research objectives an lu la 1.4: Research scope 1.5: The structure of the proposal n va Chapter 2: Literature review and hypothesis m ll fu 2.1: Service quality n oi 2.2: Food quality 10 tz 2.3: Hedonic value 11 z 2.4: Utilitarian value 12 vb ht 2.5: Customer satisfaction 12 jm 2.6: Behavioral purchase intention 13 k gm 2.7: Hypothesis development 13 l.c 2.8: The proposal model 17 om an Lu Chapter 3: Research Methodology 3.1: Research design 18 va n 3.2: Measurement scale 19 y te th 3.4: Data analysis method 23 re 3.3: Data collection 21 to tn gh p ie Chapter 4: Data analysis and result w 4.1: Description statistic 24 n ad lo 4.2: The reliability test – Cronbach’s alpha 25 th 4.3: Exploratory factor analysis 31 yj ip uy 4.4: Confirmatory factor analysis 36 an lu la 4.5: The structural equation modelling 41 4.6: Bootstrap 43 n va Chapter 5: Conclusion, implication and limitation m ll fu 5.1: Conclusion 45 tz n oi 5.2: Managerial implication 46 5.3: Limitation 48 z References 49 vb ht Appendix 53 k jm om l.c gm an Lu n va re y te th (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh ABSTRACT p ie w Fast food industry market is a one of potential market in Vietnam with many famous n ad lo brand join and expand such as KFC, Lotteria, Jolibee, Mc Donalt, Pizza Hut … More and th more players mean more and more competitor How to attract more and more customer is the yj focus of all players The study will find out four key factors effect to customer satisfaction is uy la ip service quality, food quality, hedonic value, and utilitarian value The research tests the factors the relationship between customer satisfaction and behavioral purchase intention an lu n va CHAPTER m ll fu INTRODUCTION tz n oi This chapter provides the general pictures of this study This study has two objectives: z vb first, to identify factors affecting customer satisfaction in the fast food industry in Vietnam, ht secondly, to test the effect of these factors on customer satisfaction and purchasing intention jm k behavior The research background section presents the overall situation of the fast food gm industry in Vietnam Then the research problem is identified and research objective is om l.c determined, which in turns provide a ground for developing the research methodology and setting scope of this study an Lu n va 1.1 RESEARCH BACKGROUND th get their food without getting out of their cars The fast food industry started its first step to y te quickly In American, most fast food restaurant have drive-thru service that allows people to re The fast food restaurant caters to people who want to buy food that is fresh and served (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh growth when McDonalds became popular in the late 1940s and early 1950s (What is the Fast p ie food industry, n.d.) Fast food restaurants design menus focus on being able to cook the food quickly and easily They strive for absolute consistency so customers can be assured that w n everything they buy will always taste the same regardless which location they visit ad lo McDonald's has outlets in 126 countries on six continents and operates over 31,000 th yj restaurants worldwide On January 31, 1990, McDonald's opened a restaurant in Moscow and uy broke opening-day records for customers served The Moscow restaurant is the busiest in the ip an lu la world The largest McDonald's in the world, with 25,000 feet of play tubes, an arcade and play center, is located in Orlando, Florida, USA n va There are numerous other fast food restaurants located all over the world Burger King m ll fu has more than 11,100 restaurants in more than 65 countries KFC is located in 25 countries Subway is one of the fastest growing franchises in the world with approximately 39,129 n oi restaurants in 90 countries as of May 2009, the first non-US location opening in December tz 1984 in Bahrain Wienerwald has spread from Germany into Asia and Africa Pizza Hut is z located in 97 countries, with 100 locations in China Taco Bell has 278 restaurants located in 14 vb ht countries besides the United States jm In Thailand, chain restaurants are considered to cater for customer who is willing to pay k gm more for better service In fact, chain restaurants in Thailand often offer a nicer décor, a cleaner l.c environment or even a better service compared with those in the United States (Polyorate & om Sophonsiri, 2010) Since the chain restaurant commonly uses service quality to distinguish goal for many chain restaurants (Polyorat & Sophonsiri, 2010) an Lu itself from the competitors, providing a high level of service quality has become an ultimate va n The fast food industry is a large and diverse industry with plenty of opportunities Fast th y te back in Consumers want new ways to have a fast and healthy food, so the fast food industry re food franchises are responding with new offerings, pricing and strategies to lure consumers (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh continues to evolve when the economy strengthens, and the fast food franchise profitability is p ie expected to be promising w Tenth biggest fast food in the world is Subway, Mc Donalds, Starbuck, KFC, Burger n ad lo King, Pizza Hut, Dunkin’s Donut, Domino Pizza, Dairy Queen, Papa John’s Most of them join Vietnam market th yj Foods in fast food restaurants are standardized and customer gets familiar meals in every uy la ip location of one chain For example, customers can enjoy the same taste of pizza in Pizza Hut restaurants in Ho Chi Minh City or Pizza Hut branches in Hanoi Fast food restaurant usually an lu (as KFC, Lotteria ) uses the same format for all restaurants in all regions n va With over 65% of 90 million people in Vietnam is less than 35 years old, the fast food m ll fu industry in Vietnam has an annual grow rate of 26% during the economic downturn while other n oi industries experienced a decline in terms of sales According to data provided by Business tz Monitor International in 2011, Vietnam was ranked 8th in the Asia Pacific region in terms of food and beverage business environment (Vietnam fast food market see bright future, 2013) z ht vb Vietnam fast food market is rising with many giant names such as Lotteria with 162 jm restaurants, KFC with 130 restaurants and Jollibee with 30 restaurants Some more chain which k has joined the Vietnam fast food market in the recent years includes Pizza Hut, Burger King, gm Popeyes and McDonald’s It could be seen that young people in Vietnam will help to develop food development compared with other markets in Asia (Hoang Phi, 2013) om l.c the fast food industry According to foreign players, Vietnam is an emerging market for fast- Lu an Fast food industry in Vietnam get a big boom in 2014 when KFC gains 180 stores in n va after 17 years join the market while Lotteria has 187 stores in Vietnam after 16 years Pizza re Hut opens the 50th restaurant in Vietnam in 2014 IPP group is owner of Burger King, Domino y te and Popeyes with total 41 stores in nationwide th (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh on the elements make customer happy The restaurant let customers recognize the value p ie customer pay It makes customers satisfy and build habit to back to restaurant and introduce to other w n ad lo th 5.3 LIMITATION: yj uy In Vietnam, there is difference in behavioral intention of consumer living in each region la ip (North, Central, and South), so all respondents from the biggest city – Ho Chi Minh City – is an lu not present for all consumers in Vietnam Customers living in each region have their own habit, lifestyle and behavioral so the further study should survey in some more cities n va The study has not survey in teenagers while teenagers contribute quite high volume for m ll fu fast food restaurant and they can make decision by themselves The respondents of the study tz n oi mainly focus on office staffs while a lot of customer of fast food restaurant is teenager For factors service quality, food quality, hedonic value, and utilitarian value explain z only 53% for customer satisfaction, so the further research should be find out more factors vb effect to customer satisfaction When the average income increases day by day, customers is ht k jm smarter, the customer’s need increases, customers pay attention to more and more factors, not gm only on four factors as in the study In general, the future research should be survey respondents in other cities and l.c om provinces, different age of sample and other environment to get more representative of the explaining for customer satisfaction higher than 53% as in the study an Lu study result The future research should focus on more and more factors to increase the n va re y te th 48 (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh REFERENCES p ie Antony, J., Antony, F., & Gosh, Sid (2004) Evaluating service quality in a UK 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London: y te Pearson Prentice Hall th 49 (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh Heung V.C.S., Ngai E.W.T (2008) The mediating effects of perceived value and customer p ie satisfaction on customer loyalty in the Chinese restaurant setting Journal of quality assurance in hospitality & tourism, 9(2), 89 w n ad lo Hoang Phi, 2013 Fast-food franchise market rages on Retrieved October, from http://english.thesaigontimes.vn/30471/Fast-food-franchise-market-rages-on.html th yj Hunt, H.K., (1997) “CS/D – overview and future research directions”, in Hunt, H.K (Ed.), uy ip Conceptualization and measurement of consumer satisfaction and Dissatisfaction, an lu la marketing science Institute, Cambridge, MA, 455 – 488 Johns, N., & Tyas, P (1996) Investigating of the perceived components of the meal n va experience, using perceptual gap methodology Progress in tourism and hospitality m ll fu research, 2(1), 15 - 26 n oi Johnson, M D., Fornell, C (1991) A framework for comparing customer satisfaction across tz individuals and product categories Journal of Economic Psychology, 12(2), 267 – 286 z Kivela J., Inbakaran, R., & Reece, J Consumer research in the restaurant environment, Part 1: vb A conceptual model of dining satisfaction and return patronage International Journal of ht k jm Contemporary Hospitally Management, 11 (5), 205 - 222 in the hotel industry Managing service quality, 19(3), 308 – 331 om l.c gm Ladhari, R., (2009) Service quality, emotional satisfaction, and behavioral intentions: A study Leong, J.K., & Kim, W.G (2002) Service recovery efforts in fast food restaurants to enhance an Lu repeat patronage Travel and tourism marketing, 12 (2/3), 65 - 93 n va Namkung, Y., Jang S C (2007) Does Food quality really matter in restaurants? 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(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh Nguyên Hưng, 2012 Vietnamese – fastfood outdoor Retrieved October 4, from p ie 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Journal of quality and service sciences, ht 1(1), 79 – 84 jm k Rust, R.T., Oliver, R.L (1994) Service quality: insights and managerial implications from the gm frontier London, Sage: – 19 l.c om Raajpoot,N.A (2002) TANGSERVE: A multiple item scale for measuring tangible quality in an Lu foodservice industry Journal of foodservice business research, 5(2), 109 – 127 Ryu, K., Han, H., Jang, S., (2009) Relationships among hedonic and utilitarian values, va n satisfaction, and behavioral intentions in the fast-casual restaurant industry International re journal of contemporary hospitality management 22(3), 418 – 423 y te th 51 (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh Sivadas, E., Baker-Prewitt, J.L (2000) An examination of the relationship between service p ie 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New York: Harper la ip uy Collin an lu Thanh Nhan (2013) Fast food – violent race Retrieved October 4, from http://nld.com.vn/kinh-te/thuc-an-nhanh-cuoc-dua-khoc-liet-20130808090145820.htm n va What is the fast food industry (n.d.) Retrieved October 1, from m ll fu http://www.wisegeek.com/what-is-the-fast-food-industry.htm n oi When fast food is localized (2009) Retrieved October, from tz http://english.thesaigontimes.vn/5672/When-fast-food-is-localized.html z Vietnam fast food market sees right future (2013) Retrieved October 4, from vb ht http://dtinews.vn/en/news/018/30491/vietnam-fast-food-market-sees-bright-future.html jm k Zeithaml, V,A., Bitner, M.J (1996) Services Marketing New York: McGraw Hill om l.c gm an Lu n va re y te th 52 (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam (Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam(Luận.văn).factors.affecting.customer.satisfaction.and.behavioral.intention.in.the.fast.food.industry.in.vietnam to tn gh APPENDIX p ie Questionnaire w n ad lo Chào tất anh/chị Tôi Phan Thị Kim Sương, làm đề tài luận văn nghiên cứu yếu tố ảnh hưởng đến hài lòng khách hàng hành vi mua hàng ngành thức ăn nhanh Các anh chị vui lịng giúp tơi điền vào khảo sát bên th yj Anh/chị vui lòng nghĩ nhà hàng thức ăn nhanh (Lotteria, KFC, Pizza Hut …) cụ thể mà anh/chị đến cho biết ý kiến anh/chị phát biểu sau đặc điểm nhà hàng thức ăn an lu n va tz n oi m ll fu z ht vb k jm om l.c gm an Lu A Giới tính: Nam Nữ B Tuổi < 20 20 –